Security is a big issue these days and brands that are in the space should take not or be inspired by what the Swiss DNA bank is doing.
Combine advances in medical genetics with the age-old pursuit of immortality, and it comes as no surprise that DNA storage is a growing industry. In such a personal line of business peace of mind is paramount for consumers. Recognising this, Swiss DNA Bank offers ultra-secure DNA storage that meets Swiss banking regulations. For a one-time fee of USD 399, customers can store both their self-swabbed DNA and up to 1 GB of digital data, forever. The DNA and the web servers are held in a former Swiss military underground nuclear shelter in Gstaad, aptly named Swiss Fort Knox. Subscription fees are invested in “conservative Swiss investment formulas”, the annual interest from which Swiss DNA Bank claims is sufficient to sustainably cover storage costs.
Security can be as narrow or as broad as you want to think about it. There are all sort of opportunities to keep things safe for users. If you brand is built on trust and security why not diversify? Well the old military base part is a bit extreme but its a good lesson in thinking broad.
I was really jazzed up to read the book after the talk at Baychi. I purchased the book and dove in finishing it within a week. It does have a case study in the book applying the methods described throughout the book. It sounded so easy I decided to apply it to a practical problem. In order to get some distance from the content I took a problem that my wife was working on.
As I discussed the problem with her I began to sketch down what I was hearing. I did get a good first pass and felt confident about what I was doing. If anything I think the framework helps you ask the question you need to ask to get to the root cause and come up with a clear problem statement. Progressing on with the problem I moved on to applying the visual thinking codex which is comprised of the SQVID and the frameworks defined in the book.
I ran into some issues when applying the frameworks to the problem. In particular I got stumped on the Where stage and the When stage. Maybe the content did not lend itself well to these? Maybe is me new to the process? Hard to tell.
The other thing I noticed is that because it was just the two of us, I was wondering if this is maybe a better system to use with several people in the room? Some of the items that we discovered or discussed was small. Lastly I am not sure that these helped my wife deliver a plan to solve the problem.
I like the framework and it seems to make sense but applying it is a bit difficult. Again not sure if its me as a novice to this or the type of problem.
If you are curios to see the work generated through the process you can see it all in the pdf doc.